Analysis of niche market for marketing and product strategy development

Client description

  • Building product manufacturer

Project Objectives

  • To create a picture of the market segmentation of housing associations in the UK by size of estate, type of housing, age of the housing stock, association group structure
  • To gain an understanding the key people within the decision-making committee on passive fire requirement

How we met objectives

  • Evaluated desk research information sources to profile the market and identify the top housing associations
  • Conducted in depth telephone interviews with 12 senior decision makers from within the top 80 Housing Associations
  • Created marketing propositions and buyer personas from data collected

Benefits for the client

  • Comprehensive profile of the UK Housing Associations
  • Identification of opportunity and areas of potential within the HA market to implement targeted marketing.
  • Utilise marketing value propositions and buyer personas to define product strategies